Asian Journal of Social and Humanities
Vol. 4 No. 8 (2026): Asian Journal of Social and Humanities

Indonesia’s Gastrodiplomacy for Nation Branding, Diplomatic Relations, and Tourism Promotion: A Lived Experience Approach

Rahmat Kusnedi (Institut Pariwisata Trisakti)
Willy Arafah (Institut Pariwisata Trisakti)
M. Husen Hutagalung (Institut Pariwisata Trisakti)
Saptarining Wulan (Institut Pariwisata Trisakti)
Rahmat Ingkadijaya (Institut Pariwisata Trisakti)



Article Info

Publish Date
29 May 2026

Abstract

Indonesia has a rich and diverse culinary heritage, but Indonesia's culinary presence globally is still limited and often less prominent than the cuisines of other countries that are promoted more systematically. This gap highlights the need to explore how gastronomy can be strategically leveraged for nation branding, diplomatic relations, and tourism promotion. This research aims to analyze Indonesia’s gastrodiplomacy as a strategic instrument for tourism promotion through a lived experience approach. This research employs a qualitative phenomenological approach. Data were collected through in-depth interviews with Indonesian diaspora actors, including chefs and restaurant owners across Asia Pacific, the United States, and Western Europe. Thematic analysis was used to interpret lived experiences and identify key patterns in tourism promotion. The findings reveal that gastrodiplomacy promotes tourism through five key mechanisms: entry point awareness, cultural communication, sensory and emotional engagement, destination image formation, and visit intention. Diaspora actors play a central role as informal tourism ambassadors. Indonesian gastrodiplomacy operates as an experiential and relational process embedded in everyday practices. It significantly contributes to nation branding, diplomatic relation, and tourism promotion, although its effectiveness is constrained by limited policy integration. This research is limited to qualitative analysis and diaspora perspectives, which may not fully represent broader tourism stakeholders. Contributions: This study introduces the concept of lived gastrodiplomacy and contributes to tourism and public diplomacy literature by emphasizing experiential and bottom-up approaches to tourism promotion.

Copyrights © 2026






Journal Info

Abbrev

jsh

Publisher

Subject

Decision Sciences, Operations Research & Management Earth & Planetary Sciences Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice

Description

Asian Journal of Social and Humanities is a scientific journal in the form of research and can be accessed openly. This journal is published once bimonthly by Beritrust Publisher. Asian Journal of Social and Humanities provides a means for ongoing discussion of relevant issues that fall within the ...